Cruise Amour to adopt a straight talking approach to cruise pricing

11 January 2011

Cruise Amour has announced it is teaming up with Royal Caribbean and adopting a “straight talking” approach to cruise pricing.

Cruise Amour was one of the first companies to adopt the “What you see is what you get” approach to pricing and move away from confusing early booking discounts or onboard offers, something that is considered a staple of Cruise Line pricing strategies. Instead, Cruise Amour and Royal Caribbean are urging consumers to book early in order to take advantage before cabins on Royal Caribbean cruise ships sell out, an approach Cruise Amour is happy to give its full support.

In addition to a nationwide TV, radio, and national press advertising campaign, Royal Caribbean will be pushing the straight-talking pricing drive in partnership with Cruise Amour. Mark Walter, head of field sales, Royal Caribbean International, explained: “The new ‘what you see is what you get’ campaign marks a step-change in the promotion of cruising. All the prices and campaign elements are aimed towards making it easy for first-timer cruisers who will be comparing a holiday at sea with traditional land resorts options.”

Tim Hurrell, Managing Director of Cruise Amour added: “For us this is fantastic news. It’s great to see Royal Caribbean launching a turn-of-the-year campaign that truly benefits the customer. As it is, booking the right cruise holiday is hard enough as every time customers look at booking a cruise they have to pull out the calculators to add up all the different elements. For us, a cruise line adopting an attitude like this is a welcome step forward and great news for customers. We can already see that there is a real parity between Royal Caribbean’s customer base and onboard innovations and Cruise Amour’s target audience and on-line initiatives, so long may the partnership continue.

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“The question now is will other cruise lines join Cruise Amour and Royal Caribbean in adopt this clear approach to pricing?” continued Hurrell. “We will be ensuring all our customers are made aware of Royal Caribbean’s new approach to pricing so they can take advantage of the superb offers available.”